American Eagle advertisement featuring Sydney Sweeney causes controversy over MAGA-style hat, yet expert perceives her image as a 'solid fortress'
In a recent turn of events, Kean University professor Robin Landa linked Sydney Sweeney's "Great Genes" ad campaign with American Eagle to the American eugenics movement on ABC's "GMA First Look." This controversy has sparked a heated debate on social media, with the ad receiving mixed reactions.
The campaign, titled "Sydney Sweeney Has Great Jeans," has been criticised for its use of the phrase "great genes," which some find problematic due to its sexualised imagery and controversial wordplay. The narrative, focused on Sweeney's physique and linking it to her genetics, has been accused of catering to the male gaze. Some social media users have even drawn uncomfortable comparisons between the wordplay around "genes" and Nazi propaganda.
However, not everyone shares this view. Some users find the ad cute and clever, with one user stating that it doesn't hurt anyone and is just an advertisement for jeans. Sydney Sweeney herself has spoken out about the controversy on social media, stating that it was not her intention and asking people to stop making assumptions.
In the ad, Sweeney explains, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue." In an Instagram promo video for the campaign, Sweeney crosses out "Genes" and replaces it with "Jeans" in reference to the billboard featuring her and the tagline "Sydney Sweeney Has Great Genes."
American Eagle has responded to the backlash, stating that the campaign is about the jeans and Sweeney's story. Brand expert Eric Schiffer described Sweeney's personal brand as a "fortified bunker" that "cancel cannonballs bounce off harmlessly." Crisis communications expert Doug Eldridge stated that Sweeney has been able to "dance between raindrops" when it comes to controversy due to her grassroots fanbase, the changing political and cultural climate, and the nature of the purported controversies themselves.
Sweeney has faced numerous backlashes over the past several years, including controversy over customized "Make Sixty Great Again" hats at her mother's surprise 60th birthday, and rumours of an affair with her "Anyone But You" co-star, Glen Powell. In 2023, Sweeney and Powell sparked romance rumours during the premiere of their movie, "Anyone But You."
In 2024, Sweeney hosted "Saturday Night Live" and addressed the romance rumours with Powell. Sweeney and her fiancé Jonathan Davino called off their engagement in March. Powell was engaged to model Gigi Paris but split in 2023 amid rumours of a romance with Sweeney. According to Salon, the term "great genes" has historically been used to celebrate whiteness, thinness, and attractiveness.
As the controversy continues to unfold, it remains to be seen how this will affect Sweeney's career and the future of her partnership with American Eagle.
The "Sydney Sweeney Has Great Jeans" ad campaign has been criticized for its provocative wordplay, drawing comparisons to Nazi propaganda and feared repercussions for Sweeney's career. Despite this, the ad has its supporters, who claim it is merely harmless promotion for jeans, with celebrities like Sweeney often being targets in pop-culture debates surrounding entertainment and sports.
